How UNREAL Candy Drives Retail Growth With Data-Driven Execution
A core part of UNREAL Candy’s strategy in the store is a field sales team of 15 (regional account managers, brand ambassadors, and field sales reps) that focus on maximizing brand visibility and executing promotions in their key accounts.
“We’re constantly trying new campaigns and combining variables, like our off-shelf placement and price point, to find the right recipe for success,” says Leblanc.
The team uses Repsly to track the campaigns they’re running in each store. When compared with retailer direct or syndicated sales data on its own, the history stored in Repsly tells them which campaign (which price point, shelf placement, coupon, etc.) led to the best sales results. With this data-driven approach, the team can experiment in the store and iterate over time to develop the best retail execution strategy.
“Repsly's real-time data is a game-changer,” says UNREAL’s marketing director. “When we have an idea we try it out. The very next day, if it worked we double down. And if it didn't, we can try something else.”
@getunreal's Billy Allen on the power of agile data and reporting for his team in the field -- a tactic that has helped the team boost sales in New England by 22% in just six months! pic.twitter.com/xEZ8DIVUsM— Frank Brogie (@FrankAtRepsly) March 9, 2018
Optimizing Holiday Promotions for Maximum Sales Growth
A few weeks before Halloween, the team set out to find the best combination of off-shelf placement, pricing, and couponing in their high-volume Whole Foods accounts.
Each sales rep tested different retail execution tactics in their Whole Foods accounts, then compared the retailer’s sales data to retail execution data collected in Repsly to discover which in-store conditions had the biggest impact on sales. Once that test was completed, the sales team hit the streets to run yet another experiment.
After just a few weeks, the data confirmed the best strategy was to secure wing displays promoting a temporary price reduction of $1, and to run a coupon campaign to drive traffic to the set.
With that formula tested, confirmed, and rolled out to all Whole Foods locations in time for the last week of holiday shopping, UNREAL saw a 23% lift in dollar sales across the Northeast. With a data-driven approach to retail execution, the team was able to capitalize on the seasonal spike in traffic for a significant lift in sales.